Challenges

• Low awareness and understanding of the JONAP among key stakeholders threatened to limit its success. In particular, it was important for the public to understand how the JONAP is relevant and beneficial in their daily lives

• Traditional gender norms and conservative attitudes in Jordan limit what roles women are expected and encouraged to play in society, including in the peace and security sectors

Magenta’s Role

• MAGENTA led a participatory process to develop a four-year communications strategy to support the implementation of the JONAP and the four strategic objectives, addressing the main risks and challenges

Social And Behavioural Change Approach

• TIME AND REPETITION: communications are phased over four years, building momentum, trust, learning and eventual behaviour change. Messages are repeated in different forms via multiple platforms

• MEDIA and other trusted platforms are engaged

• OPINION LEADERS: opinion leaders and influencers are engaged to accelerate the diffusion of new attitudes in society

• HUMAN-INTEREST STORIES: the approach is rooted in making the message feel relevant to the lives of citizens

Key Insights

• Women feel more comfortable reporting gender-based crimes to female security officers

• Men and women are reluctant to openly discuss topics related to gender equality in Jordan

• Jordanians believe that attitudes about women working in the security sector are determined by personally held views, and not necessarily by sociological and environmental factors

• Some Jordanians prioritize personal gain over genuine equity between men and women

• Jordanians highly respect security institutions and believe these entities are critical to peace in the country